Perception1
• The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world
• Elements of Perception Sensation Exposure Attention
Sensation2
• Sensation is the immediate and direct response of the sensory organs to stimuli– A stimulus is any unit of input to any of the
senses.• The absolute threshold is the lowest
level at which an individual can experience a sensation.
Differential Threshold (Just Noticeable Difference – j.n.d.)3
• Minimal difference that can be detected between two similar stimuli
• Weber’s law– The j.n.d. between two stimuli is not an
absolute amount but an amount relative to the intensity of the first stimulus
– The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
Subliminal Perception4
• Stimuli that are too weak or too brief to be consciously seen or heard – They may be strong enough to be
perceived by one or more receptor cells.
Aspects of Perception5
Selection
Organization
Interpretation
Perceptual Selection6
•Includes the product’s physical attributes, package design, brand name, advertising and more…
Nature of the
stimulus
•Based on familiarity, previous experience or expectations.
Expectations
•Needs or wants for a product or service.
Motives
Selection Depends Upon:
Perceptual SelectionImportant Concepts
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Selective Exposure
• Consumers seek out messages which:• Are
pleasant• They
can sympathize
• Reassure them of good purchases
Selective Attention
• Heightened awareness when stimuli meet their needs
• Consumers prefer different messages and medium
Perceptual Defense
• Screening out of stimuli which are threatening
Perceptual Blocking
• Consumers avoid being bombarded by:• Tuning
out• TiVo
Organization
Figure and ground
Grouping Closure
People tend to organize perceptions into figure-and-ground relationships.
The ground is usually hazy.
Marketers usually design so the figure is the noticed stimuli.
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Principles
Organization
Figure and ground
Grouping Closure
People group stimuli to form a unified impression or concept.
Grouping helps memory and recall.
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Principles
Organization
Figure and ground
Grouping Closure
People have a need for closure and organize perceptions to form a complete picture.
Will often fill in missing pieces
Incomplete messages remembered more than complete
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Principles
Interpretation
People hold meanings related to stimuli
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Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
Interpretation
Positive attributes of people they know to those who resemble them
Important for model selection
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Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
Interpretation
Verbal messages reflect stereotypes
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Stereotypes
Physical AppearancesDescriptive Terms
First Impressions
Halo Effect
Interpretation
First impressions are lasting
The perceiver is trying to determine which stimuli are relevant, important, or predictive
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Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
Stereotypes
Physical AppearancesDescriptive TermsFirst Impressions
Halo Effect
Interpretation
Consumers perceive and evaluate multiple objects based on just one dimension
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Stereotypes
Physical Appearances
Descriptive Terms
First Impressions
Halo Effect
Stereotypes
Physical AppearancesDescriptive TermsFirst Impressions
Halo Effect
Product Positioning16
Establishing a specific image for a brand in the consumer’s mind in relation to competing brands
Conveys the product in terms of how it fulfills a need
Successful positioning creates a distinctive, positive brand image
Packaging as a Positioning Element17
Packaging conveys the image that the brand communicates to the buyer.
Color, weight, image, and shape are all important.
Repositioning might be necessary because: Increased competition Changing consumer tastes
Perceptual Mapping18
An analytical technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands
Perceived Risk19
The degree of uncertainty perceived by the consumer as to the consequences (outcome) of a specific purchase decision
Types Functional Risk Physical Risk Financial Risk Social Risk Psychological Risk Time Risk
How Consumers Handle Risk
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Seek Information Stay Brand Loyal Select by Brand Image Rely on Store Image Buy the Most Expensive Model Seek Reassurance
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Thank you!